SlideShare una empresa de Scribd logo
1 de 25
Descargar para leer sin conexión
#TargetXSummit
How to Integrate Marketing
Communications
Nicole Shannon, TargetX
Leah Ackerman, TargetX
#TargetXSummit
● Message Content
○ Identifying Purpose
○ Best Practices
○ Cultivating Conversation
● Communication Planning
○ Using the correct tool for the job
○ Manage conversations vs marketing
#TargetXSummit
Show of hands…...
● Who Are We?
● Voice and Tone
○ Voice = Consistency through all messaging
○ Tone = Varies depending on message
● What’s the goal of our marketing?
○ Enrollment? “Fit Finding”? General excitement? Informational?
If we think about a formal voice, for example, your tone could be anywhere from
highly academic (longer, more complex sentences), to direct or terse (simple
sentences with strong, plain language).
● Print
○ Transactional, Formal, Notification
● SMS
○ Transaction, Information, Call to Action
● Social
○ Informational, Informal, Brand-Building
● Email
○ Transactional, Formal, Notification
○ Transactional, Formal, Call to Action
○ Informational, Informal, Brand Building
○ Conversational, Information, Call to Action
Feeling overwhelmed yet?!
● Inverted Pyramid
○ Most → least importance
○ Eye-Catching images and
other visuals (buttons, gifs)
○ Remember: Short Attention
Spans
- Adults attention span is like a goldfish: Easy come, easy go. Design your email
messages (w/Builder) to follow the inverted pyramid, so that their eyes are
drawn effortlessly from top to bottom
● Personalize Strategically
○ REAL person-to-person
messages
○ What data matters?
○ Merge fields? Conditional
content? Use them!
- Don’t turn your student’s inbox into a wasteland of garbage ads. Think about
yourself - do you have a folder where you send all advertising? Gmail does
this for us too!
- To avoid this, leverage the data in your CRM - how can you find miniscule
cross-sections of your prospects or applicants? A push to complete for people
who are 97% complete who have a legacy connection to your institution? An
anti-melt push to deposited students who are majoring in math from a
particular south dakota county (history shows they’re more likely to not
enroll!)?
- TargetX makes it simple to personalize your messages in a way that doesn’t
feel fake with conditional content and merge fields.
● Opt-In ONLY
○ FCC says that providing a phone number can be an opt-in
● Less is More
○ Character limits are A Thing. Respect them.
● Time-Sensitive Info
○ Deadlines, Event Reminders
● Actionable Alerts
○ We need X, submit it at Y
- Opt in: Consider “legal” opting in v.s. “REALLY” opting in. Be considerate
(think about how it feels to get unwanted texts from political campaigns,
retailers, etc). These next steps will help with that
- More Resources:
https://www.twilio.com/learn/call-and-text-marketing/best-practices-text-sms-m
arketing and
https://www.admithub.com/blog/update-legality-of-text-messaging/
● Consider e-versions
● Embrace The New
● Track your ROI
○ Drive student action
○ Gather information
- #collegemail
- Figure out what you want from the student - event registration, FA form, etc, -
and then figure out how to track this in your CRM. i.e QR code to unique form
etc
● The good
○ Great for general information
○ “Fit finding”
○ Allows staggered communication to be automated
● The bad
○ Can feel overwhelming for the recipient (depending on stage)
○ Internal confusion
● The ugly
○ Complex maintenance
○ Is this replacing human relationships?
- Use email groups to streamline your distribution:
https://targetxcrm.force.com/usercommunity/s/article/How-to-Manage-Email-Opt-In-Groups
● We are conversing WITH students not AT them
● “What is being sent today?” → “Who are we actively
communicating with today?”
○ Outbound AND Inbound
● Fluid (Conversations) vs Scheduled (Marketing)
○ Relationship Building vs Brand Building
How do I know what is being sent on a particular day? Scheduled marketing
messages are much easier to predict. But the CONVERSATIONS that are happening
are going to build the relationships with students. This is going to vary based on when
students enter the pipeline and what actions they have taken. It is better to be
responsive to students to begin conversations over sticking to a strick schedule
● Which tool is the best?
● How do we know what has been sent and scheduled?
● Messages may be tracked in the CRM
○ But do they NEED to be?
-Several communication tools? How do I choose which one?
Tracking vs Reporting “Tracking” for our purposes today will be used to state that
message is locatable from the Contact record in the CRM, allowing users (counselors,
recruiters, & advisors) to easily view the message and when it was sent.
Reporting is separate from tracking, specifically applying to be able to build a
salesforce report on the data.
Are you tracking this because it has always been done. Does this impact how a
counselor/recruiter/advisor? Do we need to report on this communication for
accreditation purposes (financial aid)?
● Preferred communication type for most students
● Multiple pathways for emails to be sent from CRM
1. TargetX Email
2. Salesforce Email 1:1
3. Salesforce Automated Emails (ie. workflow emails)
● Life Cycle messages → Drip Campaigns
○ Drip Campaign built via Query, be sure to include additional attributes
● Specially Timed Messages → Event Invitations, Call to
Action
● Merge Fields/Conditional Content → Personalize
● Mobile
Drip Campaigns should be utilized to send only messages that truly matter and
include attribute to ensure students still qualify for those messages
-Drip Campaign Timelines - Fluid Communications
Call to Action = App Deadline/Scholarship Deadline - just be sure the message
applies directly to your recipients
Gen Z = personalization and mobile area must.
https://www.campaignmonitor.com/blog/email-marketing/2019/02/5-ways-gen-z-is-cha
nging-the-marketing-industry/
https://sendgrid.com/blog/how-to-capitalize-on-genz-email-behavior/
https://www.targetx.com/blog/is-email-dead-or-did-college-admissions-kill-it/
● Immediate acknowledgement
○ Event Follow Up
○ Application Submission
○ Inquiry Submission
Can still send branded templates with merge fields
Students expect an immediate notification for certain actions taken, so these are
important to have setup.
● TargetX Email - Stored in TX Servers and Viewable in
your CRM
○ TX Roadmap → Email Dashboard
● Salesforce Email 1:1 - Viewable in Activity History
● Salesforce Automated emails (ie. Salesforce Workflow
email) - Not viewable on a record
Message is going to drive communication type, but setup and tracking are going to
drive which tool to use.
Remember Tracking vs Reporting and what is necessary. Transactional messages
do not require tracking/reporting. Marketing messages rarely require reporting.
Official communications (acceptance letters, financial aid documents) are usually the
only communications that require reporting.
To report on email: https://targetxcrm.force.com/usercommunity/s/article/How-to-report-on-Email
● TargetX SMS - Viewable from the Contact Record
○ 1:1 Conversations
○ TX Roadmap → Coming soon...Bulk SMS!!
● Bulk SMS - 3rd Party SMS Tools (ex. SMS Magic)
○ Transactional (ex. Event Reminders)
● Opt Outs
TargetX SMS and SMS Magic are stored in separate objects
SMS - short and sweet. SMS messages should never be used to build your brand.
SMS is strictly transactional/conversational. Intrusive so should be kept to only
important messages. Overuse of SMS will result in your messages having
notifications turned off.
Opt Out rules - FCC rules regulate opt out just like they regular opt in. Transactional
messages are separate from marketing opt outs. Consider asking on an event form
if the student would like to receive a text reminder for this particular event, then utilize
that field in a report.
● Conga
○ TX Roadmap → TX Print Tool Coming Soon!
● Mailhouse
● Deliver “Print” mail electronically
○ Display Decision Letters to student in
Application Dashboard
○ Portal
● Multiple ways to track
○ Activity History
○ Specific field updates
● TX Decision Letters have “Viewed” Date
Prepare for responses to keep the conversation going
● Print > Slow response time expected
● Email > Medium response time expected
● SMS > Immediate response time expected
○ Limit bulk SMS
● Email Dashboard
● TargetX Print Mail
● Bulk SMS
● ...and more
● Stop by and visit with our Product team to learn about
the TargetX Roadmap and provide input!
● Is Email Dead - or Did College Admissions Kill It? Hayley
Wolf, TargetX - Day 2
● Rethinking Communication Flows in Rolling Admissions
Amanda Courtney, TargetX & Paula Nuckles, Monmouth
College - Day 2
● Understand your institution’s purpose and how you want
to talk about yourself
● Put yourself in your students’ shoes
● Prepare for the future now; don’t get stuck following
outdated marketing rules
Nicole Shannon
Premier Services Specialist
nicole.shannon@targetx.com
Leah Ackerman
Manager of Training Initiatives
leah.ackerman@targetx.com

Más contenido relacionado

La actualidad más candente

Rethinking Communication Flows in Rolling Admissions
Rethinking Communication Flows in Rolling AdmissionsRethinking Communication Flows in Rolling Admissions
Rethinking Communication Flows in Rolling AdmissionsTargetX
 
Tales of Integration and Implementation
Tales of Integration and ImplementationTales of Integration and Implementation
Tales of Integration and ImplementationTargetX
 
The Power of the Salesforce Platform: Using Data to Increase Engagement
The Power of the Salesforce Platform: Using Data to Increase EngagementThe Power of the Salesforce Platform: Using Data to Increase Engagement
The Power of the Salesforce Platform: Using Data to Increase EngagementTargetX
 
2.5 New User Adoption: Implementation & Beyond
2.5 New User Adoption: Implementation & Beyond2.5 New User Adoption: Implementation & Beyond
2.5 New User Adoption: Implementation & BeyondTargetX
 
10 Things to Know Before Going Live
10 Things to Know Before Going Live10 Things to Know Before Going Live
10 Things to Know Before Going LiveTargetX
 
8.5 Your Brand is Your Word: Building the Brand Experience through Personaliz...
8.5 Your Brand is Your Word: Building the Brand Experience through Personaliz...8.5 Your Brand is Your Word: Building the Brand Experience through Personaliz...
8.5 Your Brand is Your Word: Building the Brand Experience through Personaliz...TargetX
 
1.5 Come Together: Harnessing the Power of Peer Support Through User Groups
1.5 Come Together: Harnessing the Power of Peer Support Through User Groups1.5 Come Together: Harnessing the Power of Peer Support Through User Groups
1.5 Come Together: Harnessing the Power of Peer Support Through User GroupsTargetX
 
TargetX and Telemarketing: Utilizing the Telemarketing Tool to Support Recrui...
TargetX and Telemarketing: Utilizing the Telemarketing Tool to Support Recrui...TargetX and Telemarketing: Utilizing the Telemarketing Tool to Support Recrui...
TargetX and Telemarketing: Utilizing the Telemarketing Tool to Support Recrui...TargetX
 
Transitioning to Lightning: End User Training Programs
Transitioning to Lightning: End User Training ProgramsTransitioning to Lightning: End User Training Programs
Transitioning to Lightning: End User Training ProgramsTargetX
 
7.1 Mapping Your Processes to Deliver an Exceptional Student Experience
7.1 Mapping Your Processes to Deliver an Exceptional Student Experience7.1 Mapping Your Processes to Deliver an Exceptional Student Experience
7.1 Mapping Your Processes to Deliver an Exceptional Student ExperienceTargetX
 
Tracking Your Traffic: Using TargetX Engage to Collect, Manage, and Predict W...
Tracking Your Traffic: Using TargetX Engage to Collect, Manage, and Predict W...Tracking Your Traffic: Using TargetX Engage to Collect, Manage, and Predict W...
Tracking Your Traffic: Using TargetX Engage to Collect, Manage, and Predict W...TargetX
 
Using Professional Development to Better Your Staff Efficacy, Adoption, and A...
Using Professional Development to Better Your Staff Efficacy, Adoption, and A...Using Professional Development to Better Your Staff Efficacy, Adoption, and A...
Using Professional Development to Better Your Staff Efficacy, Adoption, and A...TargetX
 
What to Expect When in Implementation
What to Expect When in ImplementationWhat to Expect When in Implementation
What to Expect When in ImplementationTargetX
 
5.5 Slow and Steady Wins the Race: Our Retention Implementation Story
5.5 Slow and Steady Wins the Race: Our Retention Implementation Story5.5 Slow and Steady Wins the Race: Our Retention Implementation Story
5.5 Slow and Steady Wins the Race: Our Retention Implementation StoryTargetX
 
You're Changing Systems, Now How Do You Get People to Change?
You're Changing Systems, Now How Do You Get People to Change?You're Changing Systems, Now How Do You Get People to Change?
You're Changing Systems, Now How Do You Get People to Change?TargetX
 
How To Create an Engaging and Welcoming Community Through Schools App
How To Create an Engaging and Welcoming Community Through Schools AppHow To Create an Engaging and Welcoming Community Through Schools App
How To Create an Engaging and Welcoming Community Through Schools AppTargetX
 
6.1 The Everlasting Evolution of your CRM
6.1 The Everlasting Evolution of your CRM6.1 The Everlasting Evolution of your CRM
6.1 The Everlasting Evolution of your CRMTargetX
 
A Customized Approach to Confirm Your Enrollment
A Customized Approach to Confirm Your EnrollmentA Customized Approach to Confirm Your Enrollment
A Customized Approach to Confirm Your EnrollmentTargetX
 
Data Protection – How Not to Panic and Make it a Positive
Data Protection – How Not to Panic and Make it a PositiveData Protection – How Not to Panic and Make it a Positive
Data Protection – How Not to Panic and Make it a PositiveTargetX
 
Automating Application Processes
Automating Application ProcessesAutomating Application Processes
Automating Application ProcessesTargetX
 

La actualidad más candente (20)

Rethinking Communication Flows in Rolling Admissions
Rethinking Communication Flows in Rolling AdmissionsRethinking Communication Flows in Rolling Admissions
Rethinking Communication Flows in Rolling Admissions
 
Tales of Integration and Implementation
Tales of Integration and ImplementationTales of Integration and Implementation
Tales of Integration and Implementation
 
The Power of the Salesforce Platform: Using Data to Increase Engagement
The Power of the Salesforce Platform: Using Data to Increase EngagementThe Power of the Salesforce Platform: Using Data to Increase Engagement
The Power of the Salesforce Platform: Using Data to Increase Engagement
 
2.5 New User Adoption: Implementation & Beyond
2.5 New User Adoption: Implementation & Beyond2.5 New User Adoption: Implementation & Beyond
2.5 New User Adoption: Implementation & Beyond
 
10 Things to Know Before Going Live
10 Things to Know Before Going Live10 Things to Know Before Going Live
10 Things to Know Before Going Live
 
8.5 Your Brand is Your Word: Building the Brand Experience through Personaliz...
8.5 Your Brand is Your Word: Building the Brand Experience through Personaliz...8.5 Your Brand is Your Word: Building the Brand Experience through Personaliz...
8.5 Your Brand is Your Word: Building the Brand Experience through Personaliz...
 
1.5 Come Together: Harnessing the Power of Peer Support Through User Groups
1.5 Come Together: Harnessing the Power of Peer Support Through User Groups1.5 Come Together: Harnessing the Power of Peer Support Through User Groups
1.5 Come Together: Harnessing the Power of Peer Support Through User Groups
 
TargetX and Telemarketing: Utilizing the Telemarketing Tool to Support Recrui...
TargetX and Telemarketing: Utilizing the Telemarketing Tool to Support Recrui...TargetX and Telemarketing: Utilizing the Telemarketing Tool to Support Recrui...
TargetX and Telemarketing: Utilizing the Telemarketing Tool to Support Recrui...
 
Transitioning to Lightning: End User Training Programs
Transitioning to Lightning: End User Training ProgramsTransitioning to Lightning: End User Training Programs
Transitioning to Lightning: End User Training Programs
 
7.1 Mapping Your Processes to Deliver an Exceptional Student Experience
7.1 Mapping Your Processes to Deliver an Exceptional Student Experience7.1 Mapping Your Processes to Deliver an Exceptional Student Experience
7.1 Mapping Your Processes to Deliver an Exceptional Student Experience
 
Tracking Your Traffic: Using TargetX Engage to Collect, Manage, and Predict W...
Tracking Your Traffic: Using TargetX Engage to Collect, Manage, and Predict W...Tracking Your Traffic: Using TargetX Engage to Collect, Manage, and Predict W...
Tracking Your Traffic: Using TargetX Engage to Collect, Manage, and Predict W...
 
Using Professional Development to Better Your Staff Efficacy, Adoption, and A...
Using Professional Development to Better Your Staff Efficacy, Adoption, and A...Using Professional Development to Better Your Staff Efficacy, Adoption, and A...
Using Professional Development to Better Your Staff Efficacy, Adoption, and A...
 
What to Expect When in Implementation
What to Expect When in ImplementationWhat to Expect When in Implementation
What to Expect When in Implementation
 
5.5 Slow and Steady Wins the Race: Our Retention Implementation Story
5.5 Slow and Steady Wins the Race: Our Retention Implementation Story5.5 Slow and Steady Wins the Race: Our Retention Implementation Story
5.5 Slow and Steady Wins the Race: Our Retention Implementation Story
 
You're Changing Systems, Now How Do You Get People to Change?
You're Changing Systems, Now How Do You Get People to Change?You're Changing Systems, Now How Do You Get People to Change?
You're Changing Systems, Now How Do You Get People to Change?
 
How To Create an Engaging and Welcoming Community Through Schools App
How To Create an Engaging and Welcoming Community Through Schools AppHow To Create an Engaging and Welcoming Community Through Schools App
How To Create an Engaging and Welcoming Community Through Schools App
 
6.1 The Everlasting Evolution of your CRM
6.1 The Everlasting Evolution of your CRM6.1 The Everlasting Evolution of your CRM
6.1 The Everlasting Evolution of your CRM
 
A Customized Approach to Confirm Your Enrollment
A Customized Approach to Confirm Your EnrollmentA Customized Approach to Confirm Your Enrollment
A Customized Approach to Confirm Your Enrollment
 
Data Protection – How Not to Panic and Make it a Positive
Data Protection – How Not to Panic and Make it a PositiveData Protection – How Not to Panic and Make it a Positive
Data Protection – How Not to Panic and Make it a Positive
 
Automating Application Processes
Automating Application ProcessesAutomating Application Processes
Automating Application Processes
 

Similar a How to Integrate Marketing Communications

Five Ways You Can Replace Broken Email Communication
Five Ways You Can Replace Broken Email CommunicationFive Ways You Can Replace Broken Email Communication
Five Ways You Can Replace Broken Email Communicationgjhassin
 
Five Ways You Can Replace Broken Email Communication
Five Ways You Can Replace Broken Email CommunicationFive Ways You Can Replace Broken Email Communication
Five Ways You Can Replace Broken Email Communicationgjhassin
 
Data Science Salon: Digital Transformation: The Data Science Catalyst
Data Science Salon: Digital Transformation: The Data Science CatalystData Science Salon: Digital Transformation: The Data Science Catalyst
Data Science Salon: Digital Transformation: The Data Science CatalystFormulatedby
 
Digital Communications for Nonprofits (August 17, 11:30am - 3pm)
Digital Communications for Nonprofits (August 17, 11:30am - 3pm)Digital Communications for Nonprofits (August 17, 11:30am - 3pm)
Digital Communications for Nonprofits (August 17, 11:30am - 3pm)SuperInterns.com
 
Open Marketing: What Every Modern Marketer Needs To Know
Open Marketing: What Every Modern Marketer Needs To KnowOpen Marketing: What Every Modern Marketer Needs To Know
Open Marketing: What Every Modern Marketer Needs To KnowAcquia
 
Make Your Members’ Voices Heard With Mobile Technology
Make Your Members’ Voices Heard With Mobile TechnologyMake Your Members’ Voices Heard With Mobile Technology
Make Your Members’ Voices Heard With Mobile Technologygjhassin
 
7 key advantages of education crm software
7 key advantages of education crm software7 key advantages of education crm software
7 key advantages of education crm softwareSalesBabuCRM
 
Recovering Revenue in a Changing Economy
Recovering Revenue in a Changing EconomyRecovering Revenue in a Changing Economy
Recovering Revenue in a Changing EconomyDavid Rosendahl
 
BITB -- Tethered Services
BITB -- Tethered ServicesBITB -- Tethered Services
BITB -- Tethered Servicesagencyside
 
Train by Cell: How Goodwill Central Florida is using Mobile to Better Engage
Train by Cell: How Goodwill Central Florida is using Mobile to Better EngageTrain by Cell: How Goodwill Central Florida is using Mobile to Better Engage
Train by Cell: How Goodwill Central Florida is using Mobile to Better Engagegjhassin
 
Interactive Marketing ~ business development process (selling steps included!)
Interactive Marketing ~ business development process (selling steps included!)Interactive Marketing ~ business development process (selling steps included!)
Interactive Marketing ~ business development process (selling steps included!)Lynn Holley III
 
DanielWright-Resume-12Mar2022.pdf
DanielWright-Resume-12Mar2022.pdfDanielWright-Resume-12Mar2022.pdf
DanielWright-Resume-12Mar2022.pdfDanielWright861431
 
The Real Story About Marketing Automation
The Real Story About Marketing AutomationThe Real Story About Marketing Automation
The Real Story About Marketing AutomationCheryl Pederzoli
 
Kristina McMillan, VP of Research of TOPO at The Sales Development Conference...
Kristina McMillan, VP of Research of TOPO at The Sales Development Conference...Kristina McMillan, VP of Research of TOPO at The Sales Development Conference...
Kristina McMillan, VP of Research of TOPO at The Sales Development Conference...Tenbound
 
5 Point Internal Communications Plan
5 Point Internal Communications Plan5 Point Internal Communications Plan
5 Point Internal Communications PlanSnapComms
 
Five Mobile Solutions You Didn't Know You Needed
Five Mobile Solutions You Didn't Know You NeededFive Mobile Solutions You Didn't Know You Needed
Five Mobile Solutions You Didn't Know You Neededgjhassin
 
Direct mail targeting: best practice guide
Direct mail targeting: best practice guideDirect mail targeting: best practice guide
Direct mail targeting: best practice guideThe Marketing Practice
 
Customer Relationship Management (CRM)
Customer Relationship Management (CRM)Customer Relationship Management (CRM)
Customer Relationship Management (CRM)Usman Tariq
 

Similar a How to Integrate Marketing Communications (20)

Five Ways You Can Replace Broken Email Communication
Five Ways You Can Replace Broken Email CommunicationFive Ways You Can Replace Broken Email Communication
Five Ways You Can Replace Broken Email Communication
 
Five Ways You Can Replace Broken Email Communication
Five Ways You Can Replace Broken Email CommunicationFive Ways You Can Replace Broken Email Communication
Five Ways You Can Replace Broken Email Communication
 
Data Science Salon: Digital Transformation: The Data Science Catalyst
Data Science Salon: Digital Transformation: The Data Science CatalystData Science Salon: Digital Transformation: The Data Science Catalyst
Data Science Salon: Digital Transformation: The Data Science Catalyst
 
Digital Communications for Nonprofits (August 17, 11:30am - 3pm)
Digital Communications for Nonprofits (August 17, 11:30am - 3pm)Digital Communications for Nonprofits (August 17, 11:30am - 3pm)
Digital Communications for Nonprofits (August 17, 11:30am - 3pm)
 
Open Marketing: What Every Modern Marketer Needs To Know
Open Marketing: What Every Modern Marketer Needs To KnowOpen Marketing: What Every Modern Marketer Needs To Know
Open Marketing: What Every Modern Marketer Needs To Know
 
Make Your Members’ Voices Heard With Mobile Technology
Make Your Members’ Voices Heard With Mobile TechnologyMake Your Members’ Voices Heard With Mobile Technology
Make Your Members’ Voices Heard With Mobile Technology
 
7 key advantages of education crm software
7 key advantages of education crm software7 key advantages of education crm software
7 key advantages of education crm software
 
Connecting With Your Customers On A Personal Level - Jared Shaner, Trellis Co...
Connecting With Your Customers On A Personal Level - Jared Shaner, Trellis Co...Connecting With Your Customers On A Personal Level - Jared Shaner, Trellis Co...
Connecting With Your Customers On A Personal Level - Jared Shaner, Trellis Co...
 
Recovering Revenue in a Changing Economy
Recovering Revenue in a Changing EconomyRecovering Revenue in a Changing Economy
Recovering Revenue in a Changing Economy
 
BITB -- Tethered Services
BITB -- Tethered ServicesBITB -- Tethered Services
BITB -- Tethered Services
 
Train by Cell: How Goodwill Central Florida is using Mobile to Better Engage
Train by Cell: How Goodwill Central Florida is using Mobile to Better EngageTrain by Cell: How Goodwill Central Florida is using Mobile to Better Engage
Train by Cell: How Goodwill Central Florida is using Mobile to Better Engage
 
Interactive Marketing ~ business development process (selling steps included!)
Interactive Marketing ~ business development process (selling steps included!)Interactive Marketing ~ business development process (selling steps included!)
Interactive Marketing ~ business development process (selling steps included!)
 
DanielWright-Resume-12Mar2022.pdf
DanielWright-Resume-12Mar2022.pdfDanielWright-Resume-12Mar2022.pdf
DanielWright-Resume-12Mar2022.pdf
 
The Real Story About Marketing Automation
The Real Story About Marketing AutomationThe Real Story About Marketing Automation
The Real Story About Marketing Automation
 
Kristina McMillan, VP of Research of TOPO at The Sales Development Conference...
Kristina McMillan, VP of Research of TOPO at The Sales Development Conference...Kristina McMillan, VP of Research of TOPO at The Sales Development Conference...
Kristina McMillan, VP of Research of TOPO at The Sales Development Conference...
 
How to Select a CRM System that Works
How to Select a CRM System that WorksHow to Select a CRM System that Works
How to Select a CRM System that Works
 
5 Point Internal Communications Plan
5 Point Internal Communications Plan5 Point Internal Communications Plan
5 Point Internal Communications Plan
 
Five Mobile Solutions You Didn't Know You Needed
Five Mobile Solutions You Didn't Know You NeededFive Mobile Solutions You Didn't Know You Needed
Five Mobile Solutions You Didn't Know You Needed
 
Direct mail targeting: best practice guide
Direct mail targeting: best practice guideDirect mail targeting: best practice guide
Direct mail targeting: best practice guide
 
Customer Relationship Management (CRM)
Customer Relationship Management (CRM)Customer Relationship Management (CRM)
Customer Relationship Management (CRM)
 

Más de TargetX

Lessons in Designing a Mobile Experience
Lessons in Designing a Mobile ExperienceLessons in Designing a Mobile Experience
Lessons in Designing a Mobile ExperienceTargetX
 
Redesigning the Student Experience
Redesigning the Student ExperienceRedesigning the Student Experience
Redesigning the Student ExperienceTargetX
 
Lessons in Designing a Mobile Experience
Lessons in Designing a Mobile ExperienceLessons in Designing a Mobile Experience
Lessons in Designing a Mobile ExperienceTargetX
 
CRM 101 - 401: Building Best Practices Into Your Roadmap
CRM 101 - 401: Building Best Practices Into Your RoadmapCRM 101 - 401: Building Best Practices Into Your Roadmap
CRM 101 - 401: Building Best Practices Into Your RoadmapTargetX
 
Using Your Data to Enhance Recruitment
Using Your Data to Enhance RecruitmentUsing Your Data to Enhance Recruitment
Using Your Data to Enhance RecruitmentTargetX
 
The Power of Science + Art: How Advanced Analytics Innovations and Staff Empo...
The Power of Science + Art: How Advanced Analytics Innovations and Staff Empo...The Power of Science + Art: How Advanced Analytics Innovations and Staff Empo...
The Power of Science + Art: How Advanced Analytics Innovations and Staff Empo...TargetX
 
Make Your Application Community Feel More Like Home
Make Your Application Community Feel More Like HomeMake Your Application Community Feel More Like Home
Make Your Application Community Feel More Like HomeTargetX
 
From Front-line to Home Office: Using Your CRM to Manage One Stop Student Ser...
From Front-line to Home Office: Using Your CRM to Manage One Stop Student Ser...From Front-line to Home Office: Using Your CRM to Manage One Stop Student Ser...
From Front-line to Home Office: Using Your CRM to Manage One Stop Student Ser...TargetX
 
Automatic Document Indexing to Your SIS
Automatic Document Indexing to Your SISAutomatic Document Indexing to Your SIS
Automatic Document Indexing to Your SISTargetX
 
Student Journeys: Best Practices for the TargetX Platform
Student Journeys: Best Practices for the TargetX PlatformStudent Journeys: Best Practices for the TargetX Platform
Student Journeys: Best Practices for the TargetX PlatformTargetX
 
Retention War Stories and Best Practices
Retention War Stories and Best PracticesRetention War Stories and Best Practices
Retention War Stories and Best PracticesTargetX
 
Simple Survey = Visit Victory
Simple Survey = Visit VictorySimple Survey = Visit Victory
Simple Survey = Visit VictoryTargetX
 
Schools App Best Practices
Schools App Best PracticesSchools App Best Practices
Schools App Best PracticesTargetX
 
New Group Assignment Functionality
New Group Assignment FunctionalityNew Group Assignment Functionality
New Group Assignment FunctionalityTargetX
 
Holistic Application Review in TargetX
Holistic Application Review in TargetXHolistic Application Review in TargetX
Holistic Application Review in TargetXTargetX
 
The ‘Why’ and ‘How’ of the Top 5 Web Form Practices
The ‘Why’ and ‘How’ of the Top 5 Web Form PracticesThe ‘Why’ and ‘How’ of the Top 5 Web Form Practices
The ‘Why’ and ‘How’ of the Top 5 Web Form PracticesTargetX
 
Is Email Dead - or Did College Admissions Kill It?
Is Email Dead - or Did College Admissions Kill It?Is Email Dead - or Did College Admissions Kill It?
Is Email Dead - or Did College Admissions Kill It?TargetX
 
Email: What’s New in 2019
Email: What’s New in 2019Email: What’s New in 2019
Email: What’s New in 2019TargetX
 

Más de TargetX (18)

Lessons in Designing a Mobile Experience
Lessons in Designing a Mobile ExperienceLessons in Designing a Mobile Experience
Lessons in Designing a Mobile Experience
 
Redesigning the Student Experience
Redesigning the Student ExperienceRedesigning the Student Experience
Redesigning the Student Experience
 
Lessons in Designing a Mobile Experience
Lessons in Designing a Mobile ExperienceLessons in Designing a Mobile Experience
Lessons in Designing a Mobile Experience
 
CRM 101 - 401: Building Best Practices Into Your Roadmap
CRM 101 - 401: Building Best Practices Into Your RoadmapCRM 101 - 401: Building Best Practices Into Your Roadmap
CRM 101 - 401: Building Best Practices Into Your Roadmap
 
Using Your Data to Enhance Recruitment
Using Your Data to Enhance RecruitmentUsing Your Data to Enhance Recruitment
Using Your Data to Enhance Recruitment
 
The Power of Science + Art: How Advanced Analytics Innovations and Staff Empo...
The Power of Science + Art: How Advanced Analytics Innovations and Staff Empo...The Power of Science + Art: How Advanced Analytics Innovations and Staff Empo...
The Power of Science + Art: How Advanced Analytics Innovations and Staff Empo...
 
Make Your Application Community Feel More Like Home
Make Your Application Community Feel More Like HomeMake Your Application Community Feel More Like Home
Make Your Application Community Feel More Like Home
 
From Front-line to Home Office: Using Your CRM to Manage One Stop Student Ser...
From Front-line to Home Office: Using Your CRM to Manage One Stop Student Ser...From Front-line to Home Office: Using Your CRM to Manage One Stop Student Ser...
From Front-line to Home Office: Using Your CRM to Manage One Stop Student Ser...
 
Automatic Document Indexing to Your SIS
Automatic Document Indexing to Your SISAutomatic Document Indexing to Your SIS
Automatic Document Indexing to Your SIS
 
Student Journeys: Best Practices for the TargetX Platform
Student Journeys: Best Practices for the TargetX PlatformStudent Journeys: Best Practices for the TargetX Platform
Student Journeys: Best Practices for the TargetX Platform
 
Retention War Stories and Best Practices
Retention War Stories and Best PracticesRetention War Stories and Best Practices
Retention War Stories and Best Practices
 
Simple Survey = Visit Victory
Simple Survey = Visit VictorySimple Survey = Visit Victory
Simple Survey = Visit Victory
 
Schools App Best Practices
Schools App Best PracticesSchools App Best Practices
Schools App Best Practices
 
New Group Assignment Functionality
New Group Assignment FunctionalityNew Group Assignment Functionality
New Group Assignment Functionality
 
Holistic Application Review in TargetX
Holistic Application Review in TargetXHolistic Application Review in TargetX
Holistic Application Review in TargetX
 
The ‘Why’ and ‘How’ of the Top 5 Web Form Practices
The ‘Why’ and ‘How’ of the Top 5 Web Form PracticesThe ‘Why’ and ‘How’ of the Top 5 Web Form Practices
The ‘Why’ and ‘How’ of the Top 5 Web Form Practices
 
Is Email Dead - or Did College Admissions Kill It?
Is Email Dead - or Did College Admissions Kill It?Is Email Dead - or Did College Admissions Kill It?
Is Email Dead - or Did College Admissions Kill It?
 
Email: What’s New in 2019
Email: What’s New in 2019Email: What’s New in 2019
Email: What’s New in 2019
 

Último

Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URLRuncy Oommen
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServicePicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServiceRenan Moreira de Oliveira
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
GenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncGenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncObject Automation
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataSafe Software
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6DianaGray10
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesThousandEyes
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 

Último (20)

Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URL
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServicePicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
GenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncGenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation Inc
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 

How to Integrate Marketing Communications

  • 1. #TargetXSummit How to Integrate Marketing Communications Nicole Shannon, TargetX Leah Ackerman, TargetX
  • 2. #TargetXSummit ● Message Content ○ Identifying Purpose ○ Best Practices ○ Cultivating Conversation ● Communication Planning ○ Using the correct tool for the job ○ Manage conversations vs marketing
  • 4. ● Who Are We? ● Voice and Tone ○ Voice = Consistency through all messaging ○ Tone = Varies depending on message ● What’s the goal of our marketing? ○ Enrollment? “Fit Finding”? General excitement? Informational? If we think about a formal voice, for example, your tone could be anywhere from highly academic (longer, more complex sentences), to direct or terse (simple sentences with strong, plain language).
  • 5. ● Print ○ Transactional, Formal, Notification ● SMS ○ Transaction, Information, Call to Action ● Social ○ Informational, Informal, Brand-Building
  • 6. ● Email ○ Transactional, Formal, Notification ○ Transactional, Formal, Call to Action ○ Informational, Informal, Brand Building ○ Conversational, Information, Call to Action Feeling overwhelmed yet?!
  • 7. ● Inverted Pyramid ○ Most → least importance ○ Eye-Catching images and other visuals (buttons, gifs) ○ Remember: Short Attention Spans - Adults attention span is like a goldfish: Easy come, easy go. Design your email messages (w/Builder) to follow the inverted pyramid, so that their eyes are drawn effortlessly from top to bottom
  • 8. ● Personalize Strategically ○ REAL person-to-person messages ○ What data matters? ○ Merge fields? Conditional content? Use them! - Don’t turn your student’s inbox into a wasteland of garbage ads. Think about yourself - do you have a folder where you send all advertising? Gmail does this for us too! - To avoid this, leverage the data in your CRM - how can you find miniscule cross-sections of your prospects or applicants? A push to complete for people who are 97% complete who have a legacy connection to your institution? An anti-melt push to deposited students who are majoring in math from a particular south dakota county (history shows they’re more likely to not enroll!)? - TargetX makes it simple to personalize your messages in a way that doesn’t feel fake with conditional content and merge fields.
  • 9. ● Opt-In ONLY ○ FCC says that providing a phone number can be an opt-in ● Less is More ○ Character limits are A Thing. Respect them. ● Time-Sensitive Info ○ Deadlines, Event Reminders ● Actionable Alerts ○ We need X, submit it at Y - Opt in: Consider “legal” opting in v.s. “REALLY” opting in. Be considerate (think about how it feels to get unwanted texts from political campaigns, retailers, etc). These next steps will help with that - More Resources: https://www.twilio.com/learn/call-and-text-marketing/best-practices-text-sms-m arketing and https://www.admithub.com/blog/update-legality-of-text-messaging/
  • 10. ● Consider e-versions ● Embrace The New ● Track your ROI ○ Drive student action ○ Gather information - #collegemail - Figure out what you want from the student - event registration, FA form, etc, - and then figure out how to track this in your CRM. i.e QR code to unique form etc
  • 11. ● The good ○ Great for general information ○ “Fit finding” ○ Allows staggered communication to be automated ● The bad ○ Can feel overwhelming for the recipient (depending on stage) ○ Internal confusion ● The ugly ○ Complex maintenance ○ Is this replacing human relationships? - Use email groups to streamline your distribution: https://targetxcrm.force.com/usercommunity/s/article/How-to-Manage-Email-Opt-In-Groups
  • 12. ● We are conversing WITH students not AT them ● “What is being sent today?” → “Who are we actively communicating with today?” ○ Outbound AND Inbound ● Fluid (Conversations) vs Scheduled (Marketing) ○ Relationship Building vs Brand Building How do I know what is being sent on a particular day? Scheduled marketing messages are much easier to predict. But the CONVERSATIONS that are happening are going to build the relationships with students. This is going to vary based on when students enter the pipeline and what actions they have taken. It is better to be responsive to students to begin conversations over sticking to a strick schedule
  • 13. ● Which tool is the best? ● How do we know what has been sent and scheduled? ● Messages may be tracked in the CRM ○ But do they NEED to be? -Several communication tools? How do I choose which one? Tracking vs Reporting “Tracking” for our purposes today will be used to state that message is locatable from the Contact record in the CRM, allowing users (counselors, recruiters, & advisors) to easily view the message and when it was sent. Reporting is separate from tracking, specifically applying to be able to build a salesforce report on the data. Are you tracking this because it has always been done. Does this impact how a counselor/recruiter/advisor? Do we need to report on this communication for accreditation purposes (financial aid)?
  • 14. ● Preferred communication type for most students ● Multiple pathways for emails to be sent from CRM 1. TargetX Email 2. Salesforce Email 1:1 3. Salesforce Automated Emails (ie. workflow emails)
  • 15. ● Life Cycle messages → Drip Campaigns ○ Drip Campaign built via Query, be sure to include additional attributes ● Specially Timed Messages → Event Invitations, Call to Action ● Merge Fields/Conditional Content → Personalize ● Mobile Drip Campaigns should be utilized to send only messages that truly matter and include attribute to ensure students still qualify for those messages -Drip Campaign Timelines - Fluid Communications Call to Action = App Deadline/Scholarship Deadline - just be sure the message applies directly to your recipients Gen Z = personalization and mobile area must. https://www.campaignmonitor.com/blog/email-marketing/2019/02/5-ways-gen-z-is-cha nging-the-marketing-industry/ https://sendgrid.com/blog/how-to-capitalize-on-genz-email-behavior/ https://www.targetx.com/blog/is-email-dead-or-did-college-admissions-kill-it/
  • 16. ● Immediate acknowledgement ○ Event Follow Up ○ Application Submission ○ Inquiry Submission Can still send branded templates with merge fields Students expect an immediate notification for certain actions taken, so these are important to have setup.
  • 17. ● TargetX Email - Stored in TX Servers and Viewable in your CRM ○ TX Roadmap → Email Dashboard ● Salesforce Email 1:1 - Viewable in Activity History ● Salesforce Automated emails (ie. Salesforce Workflow email) - Not viewable on a record Message is going to drive communication type, but setup and tracking are going to drive which tool to use. Remember Tracking vs Reporting and what is necessary. Transactional messages do not require tracking/reporting. Marketing messages rarely require reporting. Official communications (acceptance letters, financial aid documents) are usually the only communications that require reporting. To report on email: https://targetxcrm.force.com/usercommunity/s/article/How-to-report-on-Email
  • 18. ● TargetX SMS - Viewable from the Contact Record ○ 1:1 Conversations ○ TX Roadmap → Coming soon...Bulk SMS!! ● Bulk SMS - 3rd Party SMS Tools (ex. SMS Magic) ○ Transactional (ex. Event Reminders) ● Opt Outs TargetX SMS and SMS Magic are stored in separate objects SMS - short and sweet. SMS messages should never be used to build your brand. SMS is strictly transactional/conversational. Intrusive so should be kept to only important messages. Overuse of SMS will result in your messages having notifications turned off. Opt Out rules - FCC rules regulate opt out just like they regular opt in. Transactional messages are separate from marketing opt outs. Consider asking on an event form if the student would like to receive a text reminder for this particular event, then utilize that field in a report.
  • 19. ● Conga ○ TX Roadmap → TX Print Tool Coming Soon! ● Mailhouse ● Deliver “Print” mail electronically ○ Display Decision Letters to student in Application Dashboard ○ Portal
  • 20. ● Multiple ways to track ○ Activity History ○ Specific field updates ● TX Decision Letters have “Viewed” Date
  • 21. Prepare for responses to keep the conversation going ● Print > Slow response time expected ● Email > Medium response time expected ● SMS > Immediate response time expected ○ Limit bulk SMS
  • 22. ● Email Dashboard ● TargetX Print Mail ● Bulk SMS ● ...and more ● Stop by and visit with our Product team to learn about the TargetX Roadmap and provide input!
  • 23. ● Is Email Dead - or Did College Admissions Kill It? Hayley Wolf, TargetX - Day 2 ● Rethinking Communication Flows in Rolling Admissions Amanda Courtney, TargetX & Paula Nuckles, Monmouth College - Day 2
  • 24. ● Understand your institution’s purpose and how you want to talk about yourself ● Put yourself in your students’ shoes ● Prepare for the future now; don’t get stuck following outdated marketing rules
  • 25. Nicole Shannon Premier Services Specialist nicole.shannon@targetx.com Leah Ackerman Manager of Training Initiatives leah.ackerman@targetx.com